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Aston Martin Lagonda Limited

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Group Members:

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3Outlines

Brief History of Aston Martin

Models

SWOT analysis of Aston Martin

Porter’s five forces model analysis of Aston Martin

Organizational Structure of Aston Martin

BCG matrix analysis of Aston Martin

References

4Brief History of Aston Martin

The First Aston Martin1915

The first Aston Martin was a tuned

version of a Singer sports car, built by

Robert Bamford and Lionel Martin,

who lent his surname to half of the

car’s marquee.

The “Aston” part came from the fact

that the cars did rather well in the

Aston Clinton hill climb event, hence

the company became known as the

“Aston Martin.”

5Models

Fig: DB 9

6Models (cont.)

Fig: Rapide S

7Models (cont.)

Fig: Vintage S

8Models (cont.)

Fig: Vanquish

9SWOT analysis of Aston Martin

Strength:

High brand equity and strong legacy

Rich historical heritage and values leading to strong

customer connect

Strong engineering & designing team

Ultimate luxury & comfort

Cutting Edge & innovative technological features

Strong presence in racing and motor sports events

Strong marketing and branding through advertising

10SWOT analysis of Aston Martin(Cont.)

Weakness:

Comparatively, Lesser market penetration

Limited product portfolio in emerging economies

11SWOT analysis of Aston Martin(Cont.)

Opportunity

Expanding automobile market

The historical values and heritage can be leveraged to

acquire new customers

Increase market penetration through extensive distribution

and increased promotion

Attract more customers through competitive pricing

Increasing the availability of service and spare parts

12SWOT analysis of Aston Martin(Cont.)

Threats

1. Increasing fuel costs

2. Competition from other big automobile giants

3. Competitive products offering same level

features at a lesser price

4. Product innovations and frugal engineering by

competitors

13Porter’s five forces model analysis of Aston Martin

Threat of substitute products

Threat of new entrants

Intense rivalry among existing players

Bargaining power of suppliers

Bargaining power of Buyers

14BCG matrix analysis of Aston Martin

High Relative Market Share

Low Relative Market Share

High market growth

STAR: One-77 Vantage V600 "Le

Mans“ DB4GT Zagato

QUESTION ?- Oligopoly- The Detroit Three offer- Fuel supply- Lots of substitutes

Low market growth

CASH COW: DB6 The Coal Scuttle

DOG: Aston Martin Cygnet Vanquish 2012

15Organizational Structure of Aston Martin

High specialization

Rigid departmentalization

Narrow spans of control

High formalization

Limited information network (downward)

Low decision participation

Clear chain of command

Centralization

16Marketing strategy of Aston Martin

For marketing Aston Martin uses

product placement strategy. Product

placement is a marketing tool where

a product is put into a movie scene

where it is heard or seen, or its

brand name heard.

17References

http://en.wikipedia.org/wiki/Product_placement

http://cars.uk.msn.com/features/the-worst-selling-cars-of-2012-1?page=2

http://www.goodguide.com/products?brand_id=340711&sort=-overall_rating

http://www.astonmartin.com/

www.mbaskool.com/brandguide/automobiles/4903-aston-martin.html

http://en.wikipedia.org/wiki/Aston_Martin

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